According to HubSpot, email marketing is still one of the leading strategies in 2019. Email marketing generates $38 for every $1 spent, delivering an average return on investment of nearly 4,000%.

HubSpot also revealed the following fascinating facts about email marketing in 2019:

  • Nearly 60% of marketers surveyed said email is their biggest source of ROI.
  • Nearly 60% of users surveyed said marketing emails influence their buying decisions.
  • Nearly half of all email opens occur on mobile.

Email marketing is clearly an essential to any marketing strategy. But how can businesses convert email audiences into leads? Well, it starts with high-converting email copy.

In this article, we’ll show you how to write an email marketing campaign that works. We’ll give you some email copywriting examples to help you create your best email marketing strategy to date.

1. Personalise

Users today expect a personalised online experience. By sending your audiences personalised emails, you can keep them engaged in your product and your brand.

Get to know your audience by creating audience segments. These increase your click-through rate. Segmentation can be based on different types of data, including:

  • Demographics such as age, gender, income.
  • Purchases history
  • Source of lead or where they opted-in
  • Online habits like cart abandonment and previous email open
  • Psychographic data like interests, activities, opinions, lifestyle, and attitude.

Once you know your audience well, you can personalise your copy. Use a free tool like HubSpot or MailChimp to source high-converting email templates in which you can insert your personalised copy.

2. Write an irresistible subject line

When an email arrives in a user’s mailbox, the first thing they see is the subject line. Needless to say, an effective subject line is essential to getting your emails opened.

A subject line is similar to a headline in that its job is to grab attention. It should also prompt users to click. Use emotional language to reel in your audience. Once you have a list of possible subject lines, check their clickability with a tool like CoSchedule’s Headline Analyser.

Using first names in email subject lines increases opens by 10%. The best email marketing examples also use questions in subject lines and words like “you”. Use these strategies to write better subject lines.

3. Improve readability

Email opens are an essential first step. But opens are worthless unless you can keep your audience engaged and guide them towards your desired action.

Your audience is not going to keep reading an email if they are confronted with a “slab or text” or convoluted sentences. This is why readability is key to high-converting email copy.

Here’s how to improve the readability of your body copy:

  • Write for readers, not robots
  • Avoid jargon, use plain language
  • Shortening sentences, simplifying vocabulary
  • Use headings to make copy scannable
  • Discuss just one idea per paragraph

Check your readability with a tool like Hemmingway Editor. Your copy should be between the grades of 6-8.

4. Offer value

If readers don’t get some reward for opening your email, they will close the email. They will also be less likely to open your emails in the future.

Reward your readers by providing them with useful and interesting information, whether that is interest or product-related. You can do this by linking out to articles, statistics or case studies. Other rewards might include discount codes, special offers and invitations to free events. Rewards make readers feel they are getting value from your emails, encouraging them to remain subscribed.

5. Write an irresistible CTA

Next to the subject line, your CTA is the second most crucial aspect of your email copy. The best email copywriting examples have a strong CTA.

Use your CTA to give a clear instruction. The action you want your audience to take should be impossible to resist.

6. Split test to perfection

High-converting email copywriting examples are not the result of luck. They are developed through rigorous split testing, also known as A/B testing. Split testing allows you to test several variants of your email copy to see what works best. To read more about split testing, and understand why the best email marketing strategies use split testing, check out our gold mine of marketing tips.

The trick to successful split testing is to test just two differing elements at one time. For example, test two subject lines and keep the body copy identical. Once you’ve established the best subject line, you can then test other elements such as the body copy.

Mike is CEO and Co-Founder of digital marketing agency Social Garden. Social Garden specializes in data-driven lead generation and marketing automation to grow companies’ revenue in different verticals in Australia.

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